Ideology means a set of values, beliefs and ideas that guide our lives. An example of an ideology is that everyone should look the same to fit in and become ideal.
Hegemony is a dominant ideology. These effect our everyday lives and are what people know as the 'norm'. Katie Price could be seen as a hegemony. She is stereotypically know as the perfect women who many people look up to but this is beginning to change. Society now seems to be going from Katie Price as the ideal woman
These women are the ones who people look up to and see as what they should look like. This can either be good or bad.
Cultural Effects model
- the media is heavily influenced by the dominant and most powerful groups in society.
- mass media gradually influences the audience over a period of time.
- forms stereotypes
- power of the dominant class to influence
- media audiences are not passive absorbers of media messages
- don't always have the same effect on media audiences
- influence in shaping peoples views on the world.
For example: The nuclear family is know as a stereotype. This is an hegemony. A Nuclear family (2 parents and a child/children) is what many people want to have in their lives and aim to achieve. This is because this is an ideology of the perfect family and if you have this specific type of family your life will be amazing and if not then your life could be better. This is definitely not the case but this is the message that the media portrays and this is what people want to achieve so they can 'fit in'.
Hegemonic values
- Education
- Able bodied
- 25 - 65
- White?
- City/Urban
- Attractive
- Heterosexuality?
The ideologies of society is that it is falling apart.
TV Sitcoms show how ideologies can change over time.
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